What is narrative design? And how the heck does it apply to businesses?
Marcus Andrews, Product Marketing Group Lead and Narrative Designer at HubSpot, tells us how he borrowed a video game-centric storytelling process and turned it into a usable framework for SaaS businesses.
In this episode, Marcus talks us through his 5-step narrative design framework to craft killer product narratives and launch new products to market:
- Identify a massive undeniable change in the world
- Create winners and losers of the new and old game
- Identify what the change means for businesses
- Empathize with your audience
- Pitch your solution
Marcus also shares unique behind the scenes stories of different narratives HubSpot has used to grow into a $10B business, including the groundbreaking flywheel model.
Share your thoughts by tweeting to us at @SaaSGrowthHub or @NordicEdward.
Happy listening!
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Links:
HubSpot >> hubspot.com/
Narrative Design Masterclass >> productmarketingalliance.com/narrative-design-masterclass/
Why narrative design will replace product positioning in 2020 >> productmarketingalliance.com/why-narrative-design-will-replace-product-positioning-in-2020/
Sapiens >> goodreads.com/book/show/23692271-sapiens
Follow Marcus on Twitter >> twitter.com/marcus_andrews
Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward
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